Brand Safety in 2023: Marketers, Publishers and Platforms Feel the Danger Rising

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Maybe the fears started after that half-second cowboy twerk in an Applebee’s spot that ran on CNN’s split screen the morning of Feb. 24, 2022.

It’s hard to pinpoint exactly when the perennial problem of brand safety entered a new, more parlous phase. But one incident last year crystalized how difficult marketers and media buyers have it when their messages are placed in an inhospitable ad environment.

It was the morning of Russia’s brutal invasion of Ukraine.

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https://www.adweek.com/brand-marketing/brand-safety-in-2023-marketers-publishers-and-platforms-feel-the-danger-rising/